DEVELOPMENT AND UPGRADING OF SUSTAINABLE TOURISM MANAGEMENT BASED ON LOCAL COMMUNITY IDENTITY IN CHUM SAENG SUB-DISTRICT, CHUM SAENG DISTRICT, NAKHON SAWAN PROVINCE

Abstract

This research article aims 1) To analyze the potential of the community in developing and enhancing sustainable creative tourism management based on local identity. 2) To develop the potential and upgrade the management of sustainable creative tourism based on local identity. 3) To create and transfer a sustainable creative tourism management model based on local identity. This study employed a qualitative research approach, using in-depth interviews and group discussions as research instruments. The key informants included community leaders, government officials, community members, entrepreneurs, local scholars, and tourists in Chum Saeng Subdistrict, Chum Saeng District, Nakhon Sawan Province. The participants were selected purposively, A total of 25 participants. The sample included five community leaders, five government officials, five community members, five local entrepreneurs, two local wisdom keepers, and three tourists. Data were analyzed using content analysis and presented in a descriptive narrative form. The research results found that: 1) Community potential the community’s potential for developing and enhancing sustainable creative tourism management was found to be driven by five types of community capital, cultural capital, natural capital, social capital, physical capital, and human capital. 2) Capacity development the enhancement of sustainable creative tourism management emphasized community participation and the preservation of local identity in terms of tourist attractions, pricing, locations, and marketing promotion. This contributed to cultural values, fair income distribution, and long-term sustainability in the economic, social, and cultural dimensions. 3) Model creation and transfer a sustainable creative tourism management model based on local identity was developed through knowledge sharing, information dissemination, and community tourism promotion. The model reflected the community’s identity and encompassed history, way of life, local wisdom, and natural resources.